In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.
Email marketing is utilised by thousands of businesses of all sizes across the globe. Those who are unfamiliar with this method of advertising may not immediately understand why it is so popular amongst companies in a variety of industries – but here are the reasons why email marketing is seen by many as vital marketing tool.
Email marketing presents more opportunities for your business and drives a better return on investment. With email marketing, your business can create deeper relationships with a wider audience at a fraction of the cost of traditional media.
1. Cost effective:
One of the most obvious benefits of email marketing is its lower cost compared to mainstream marketing channels. Perhaps the most appealing advantage of email marketing is the return on investment. There are no print or postage costs and no fees paid in exchange for exposure on a certain billboard, magazine or television channel.
Email marketers might consider investing in specialist software to automate, track and evaluate their emails. Granted, there may be a small overhead for sending thousands of emails at a time, but these costs are far lower than what you would expect to pay using other marketing channels.
Email marketing can be done at a very low overhead cost! You don’t need a ton of employees, designers, or marketing analysts. You don’t need to pay for printing, postal mailing costs, phone lines, or advertising rates. In fact, there are services, that allow you to host your email marketing using professionally-designed templates that you can then just alter to your own needs. An effective email marketing program only needs a great email marketing platform or service and a good marketer who knows how to put the right offers and the right copy and graphics in front of the right portion of your user or customer list. There is no marketing channel in which you’ll spend less to get greater returns on your investment than email marketing.
2.Increases Brand Awareness:
More than two-thirds of all email is opened on a mobile device. This means that customers can see, read, and engage with your emails throughout the day, no matter where they are or what time it is. With each email sent, consumers are exposed to your business and your brand. With strategic planning, smart design and targeted content, your business will consistently build value. In doing so, you stay top-of-mind with your audience. Then, when a customer needs products or services, your business stands a much better chance of turning those leads into clients and clients into loyal customers. To reap this benefit, make sure your emails are responsive or optimised for mobile.
3.Target fans of your brand:
Email marketing solves all the inherent problems of non-targeted marketing. Gone are the days of placing an advertisement on television, on a diner placement, or in a periodical with no control of who will see it. With email marketing, you have the ability to control exactly who sees an email by segmenting your contacts based on their lead status, demographics, location or any other data. Targeting emails ensures that your audience receives content suited specifically to his/her needs. Email marketing makes it simple to customise your message for each customer, fostering a higher conversion rate.This can allow for much higher conversion rates as a business is only targeting those who already have an interest in their brand.The majority of businesses utilising the platform only send messages to those who have signed up to receive them. This can allow for much higher conversion rates as a business is only targeting those who already have an interest in their brand.
4.More Frequent Communications:
Because email takes less time to create and send than other marketing and advertising channels do, you can communicate with your customers more frequently. Instead of only being able to send them a flyer or catalogue once a month or once a quarter, you can easily send them offers once a week. You could, of course, send them email even more frequently than that if their email activity supports making that decision. You may want to note, however, that it’s one of the typical mail marketing best practices to not send customer emails more than once a week. However, gone are the days when you were lucky to get a message in front of your customers once a month. Via email marketing, you can communicate with customers weekly or even daily.
Analytics are indispensable to measuring the success of any campaign. Many marketing channels present ambiguous and estimated results. Email marketing, on the other hand, draws precise and valuable metrics, including delivery rates, open rates, click-to-deliver rates and subscriber retention rates. Even better: these metrics are more than just numbers and percentages. They are insights about your customers behaviour and interests. Use your email marketing campaign as a tool to monitor which information your consumers are most responsive to. From there, you can further target your marketing strategy towards more successful campaigns and topics of interest.
In today’s ever-changing digital world, email marketing tends to take a backseat. However, if you haven’t considered email marketing for your business already, now is the time. Email marketing is a targeted, shareable, credible, measurable, and cost-effective tool overlooked by many. Working with a trusted marketing adviser makes the process simple and cost-effective. With a strategic approach, proper guidance and a strong message, your business is sure to benefit from email marketing. The main reason that most businesses invest in email marketing is the fantastic Return On Investment. When you take into account, the points made above, it’s easy to see why. Perhaps it’s time for your business to start taking this marketing platform more seriously. The results you’ll see from growing your list and acquiring customers organically will lead for far stronger results.
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